He devoted long nights and weekends devouring books about the liquor industry. With the help of a West Coast marketing firm, he crafted the brand design and casual lifestyle vibe.
From the beginning, Holla aimed to break the “boring” mold of vodka.
“The Smirnoffs, the Skyys and the Absoluts of the world were dated,” Patrick says. “It’s what our parents drank. Rebranded celebrity gimmicks and outlandish flavors were tiring, while craft emerged as even more boring. We looked at it from a completely clean slate.”
Their goal was to make a vodka more relatable to millennials, so they decided to start with the name, which is a popular slang word for holler — a versatile word for a versatile spirit.
“When we say ‘Holla’ to people, we feel they instantly understand it or they don’t,” Matt says. “We’re not as concerned with those that don’t understand its social aspects.”